Micro-video Sharing Can Yield Macro Results
By Greg Kenney
Should micro-video sharing be part of your social media game plan? Got 15 seconds?
Let’s chat about how micro-video sharing apps like Instagram and Vine became an overnight game changer within social media networks. But first, a little Social Media 101. To put it in simple terms, social media marketing employs the age-old technique of “word-of-mouth” advertising, but on a tremendously grander scale. Businesses employing a robust social media strategy as part of their marketing plan will experience:
- Instant brand awareness
- Customer recognition acting as spokesperson, supporting and endorsing their brand
- Consumer loyalty
- Improved audience reach and contacts through viral sharing
- The ability to expose their brand instantly to vast social media communities employing multiple online and mobile platforms
The benefits are significant. Social media marketers can:
- Build a stronger, loyal consumer community
- Experience new customer growth exponentially
- Provide better customer service
- Improve public relations
- Sell more stuff
By adding video, it’s like putting a social media strategy on steroids. As Adrian Drury from the research firm Ovum states: “Video will be the next new front in the battle to add more functionality to social platforms.”
Facebook and Twitter know a good thing when they see one. Facebook bought into Instagram, the most popular (150 million users) micro-video sharing app, for a whopping $700 million. Twitter introduced Vine, an app for sharing 6-second micro-videos, which now boasts 40 million users. These enable an entertaining and informative micro-video campaign to attract and captivate a huge following. Viewers can embrace and immediately share micro-videos with their network of contacts, allowing it to go “hyper-viral” in minutes.
But be careful. Onliners can be a fickle bunch if you cross them; honesty counts. Keep it simple; make it creative and have fun; attract and engage; maybe have a contest and watch your online community grow.
A few additional words from the wise:
“…one of the cool things I’ve seen on Instagram is how brands are using it.… I think people on Instagram love flowing their [brand’s] content… that’s where we’d like to start, supporting brands to use Instagram in an authentic and organic way.” – Kevin Systrom, co-founder and CEO of Instagram
“Micro video is the next generation of marketing for small business.” – prweb.com
For more, you can also check out these interesting sites: